To strengthen its connection with customers via sound, Ujjivan Small Finance Bank has launched its first sonic brand identity- ‘The Sound of Ujjivan.’
Conceptualised and developed by Unmute, a Scandinavian sonic branding agency, the new sonic brand identity of Ujjivan Small Finance Bank will be integrated across multiple customer touchpoints including phone banking, mobile banking applications, ATMs, and the brand’s website.
For the launch of the sonic brand identity, the agency has used ‘Geneva Emotional Music Scale’- a model designed to describe how humans respond emotionally to music to ensure that the sound communicates the desired values of the brand.
And given the subjective nature of music, Unmute has employed a list of descriptors and used them as a common ‘language’ throughout the creation process.
Commenting on the development, Carol Furtado, Executive Director, Ujjivan Small Finance Bank, said “Since its inception, Ujjivan Small Finance Bank has been a partner in progress to millions of customers. To deepen this relationship, ‘The Sound of Ujjivan’ is a heartfelt endeavour to create a strong brand recall. The new sonic identity reflects our commitment to enhancing the customer experience, across all touchpoints both physical and digital.”
To this, Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, added, “Music has the power to create an emotional connection with the customers and capture the true essence of a brand. The Sound of Ujjivan is not merely a branding initiative, but a reflection on the need to create a universal musical expression that captures the spirit of Ujjivan, making it both relatable and engaging for our diverse audience.”
Furthermore, Simon Kringel, Founder and Sonic Director, Unmute, also mentioned, “Ujjivan has embraced their sonic branding and for us, it’s been a fascinating collaboration. Coming from another part of the world we’ve had to learn so much about Indian music and culture; and by adding our musical touch I think we’ve achieved a sound that is unique, distinctive, and truly cross-cultural.”
